Status and sustainability: Can conspicuous motives foster sustainable consumption in newly industrialized countries?

Abstract

Purpose

Conspicuous consumption and sustainable consumption are commonly understood as being in contradiction with each other. Yet, scholars have recently become increasingly interested in examining positive relationships between these forms of consumption. The purpose of this paper is to conceptualize the synergies and contradictions between sustainable and luxury consumption and proposing whether and how conspicuous motives can foster a shift towards sustainable consumption in newly industrialized countries in general and Egypt in particular.

Design/methodology/approach

This paper is a conceptual note, intended as a starting point and acting as an eye-opener regarding the values inherent in both conspicuous and sustainable consumption and the potential influence that conspicuous motivations could have on the latter.

Findings

The paper discusses the possibilities for and limitations of conspicuous motives to foster sustainable consumption in newly industrialized countries in the Middle East. The adoption of westernized lifestyles, spreading in Middle Eastern countries, can represent a venue for motivating sustainable consumption behaviours as a means of status distinction. On the other hand, the trickle-down effect and the preconditions of visibility and exclusiveness pose risks on promoting sustainable consumption by addressing conspicuous motives.

Practical implications

The paper suggests that the synergistic interplay between conspicuous and sustainable consumption, as well as barriers and motivations underpinning both constructs, needs to be empirically researched, while factoring in the cultural specifics of the countries under study, as cultural nuances can influence the dynamics of interaction between conspicuous and sustainable behaviours.

Originality/value

Given the salience of the relationship between luxury and sustainable consumption and the focus of most studies on early-industrialized countries, insights regarding the possible influences of conspicuous motives on sustainable consumption in newly industrialized countries are warranted. With the scarcity of research examining the ambiguous relationship between conspicuous and sustainable consumption in newly industrialized countries, this paper contributes by providing insights about the conditions that can help conspicuous motives promote sustainable consumption in newly industrialized countries.

Citation

Hammad, H., Muster, V., El-Bassiouny, N.M. and Schaefer, M. (2019), "Status and sustainability: Can conspicuous motives foster sustainable consumption in newly industrialized countries?", Journal of Fashion Marketing and Management, Vol. 23 No. 4, pp. 537-550. https://doi.org/10.1108/JFMM-06-2019-0115